Research on International Marketing Strategy in Sailvan Times Under the Background of Cross-Border E-commerce

Abstract

Cross-border e-commerce is a new model of international trade development. The rational implementation of its international marketing is also constantly promoting the growth of China’s trade economy and has broad market development prospects. Through the research on the current situation of international marketing of the Sailvan Times company, combined with literature research, case analysis, and around 4P marketing theory, this paper puts forward the selection of precise products and personnel according to the risk challenges of the company’s product competition, exchange rate, promotion, channel infringement, and policy environment. The platform operates in compliance and strengthens the protection of property rights; Establishes an early warning mechanism of exchange rate; Focuses on commodities preparation and improves the emergency plan; Improves product quality; Pays attention to after-sales and logistics and other response suggestions. Therefore, Sailvan Times can clarify the self-positioning of international marketing, enhance the competitiveness and provide valuable suggestions for long-term development of the Sailvan Time.